McDonald's holds the highest familiarity score across all brands measured in the study, but Five Guys landed the top spot in the "purchase consideration" category.

“The burger brand category has become less fragmented, as regional brands expand and become available in more parts of the country,” said Joan Sinopoli, vice president of brand solutions. “This is certainly the case with Five Guys, who has shed its ‘small regional player’ designation as it expands its footprint and marketing budget¾along with its fandom, which is a tremendous contributor to brand equity.”